Google Ads · Status at source date: Newsletter archive
Data retention 37-month policy enforcement: final reminder before 1 June
Google Ads will enforce the 37-month data retention policy from 1 June 2026, with VIVEK GUPTA flagging the deadline ahead of enforcement. The policy was officially confirmed in the Google Ads Developer Blog (covered in Week 19) and applies to the Google Ads API, Google Ads scripts, the Google Analytics Data API, and the BigQuery Data Transfer Service.
What changed
Granular performance statistics (daily, hourly, weekly) will be capped at 37 months; higher granularities (monthly, quarterly, yearly) remain available for 11 years. DV360 and CM360 APIs retain their existing 24-month windows: no change there.
The structural significance of the final two-week window: backfill runs for advertisers who want to retain granular pre-2023 history must be completed before 1 June. The export window is narrowing, and post-deadline manual transfers for affected date ranges will overwrite existing BigQuery data with empty values rather than preserving the historical granularity.
Why it matters for advertisers
For you, this means measurement teams running multi-year analysis should make the export-versus-accept decision this week. Particularly urgent for accounts older than 3 years, for agencies maintaining multi-client seasonality benchmarks, and for any pipeline where granular pre-2023 history is an input to attribution or forecasting models.
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Data retention 37-month policy enforcement: final reminder before 1 June
Google Ads will enforce the 37-month data retention policy from 1 June 2026, with VIVEK GUPTA flagging the deadline ahead of enforcement. The policy was officially confirmed in the Google Ads Developer Blog (covered in Week 19) and applies to the Google Ads API, Google Ads scripts, the Google Analytics Data API, and the BigQuery Data Transfer Service. Granular performance statistics (daily, hourly, weekly) will be capped at 37 months; higher granularities (monthly, quarterly, yearly) remain available for 11 years. DV360 and CM360 APIs retain their existing 24-month windows: no change there.
The structural significance of the final two-week window: backfill runs for advertisers who want to retain granular pre-2023 history must be completed before 1 June. The export window is narrowing, and post-deadline manual transfers for affected date ranges will overwrite existing BigQuery data with empty values rather than preserving the historical granularity.
For you, this means measurement teams running multi-year analysis should make the export-versus-accept decision this week. Particularly urgent for accounts older than 3 years, for agencies maintaining multi-client seasonality benchmarks, and for any pipeline where granular pre-2023 history is an input to attribution or forecasting models.
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